Masterfoods dog food account goes to Joshua

Masterfoods has consolidated its &£4m dog food direct marketing account into Joshua with the aim of creating greater efficiencies across its roster of agencies.

M-S-B+K and Joshua shared the dog food business, which covers brands such as Pedigree Chum, Pal and Cesar. It is understood that Masterfoods has increasingly favoured the use of direct marketing instead of above-the-line advertising for its dog food brands.

However, to boost Grey Worldwide, which handles the above-the-line business, the company has decided to move its account from the independent agency M-S-B+K to Grey-owned Joshua.

The decision to move its dog food to Joshua comes amid speculation that the above-the-line account is shaky.

The consolidation into Joshua also casts doubt on WFCA Integrated’s presence on the roster. The Tunbridge Wells-based agency has worked on the company’s move into branded pet insurance.

The cat food business, which includes brands such as Sheba and Whiskas, is held by Proximity London and is believed to be unaffected by the move.